Analýza komunikace v místě prodeje na trhu kávy

Abstract

This thesis dealt with communications at the point of sale. The aim of this thesis was to analyze sales promotion in the coffee market. Was detected coffees, pricing, location and product presentations. In was established addition, communication through POP materials and sales promotion. For this analysis, sales promotion has been selected by Nestlé Czech, Ltd and its products Nescafe. In the theoretical part of the thesis was explained communications at the point of sale, by means of theoretical knowledge. The practical part was analyzed primary research that was carried out by observation. On the basis of primary data has been proposed recommendations for manufacturers and retailers. The research carried out showed that the offer of coffee brand Nescafé is especially wide in the hypermarket stores. From the sales promotion are mostly used the rebates and from the POP funds frequently occurred stands made of cardboard.